Copywriting has taken on a different face at the moment compared to just 19 years ago. It is only the latest phase of the constant evolution of the techniques that brands make use of in order to promote themselves. The method for brand messaging has shifted from TV, print, and radio in the 1950s to digital in the 2000s.
At the beginning of the millennium, digital was a minuscule part of marketing budgets. As online and digital channels have increased their user base and engagement, digital marketing has become an essential tool for offline and e-commerce businesses.
SEO’s contribution to copywriting
SEO (search engine optimisation) is another element which makes current copywriting practices so separate from what they were in earlier generations. The online text needs to prove to its gatekeeper, Google, that it is the best result for a user’s specific search query.
How Google determines strong SEO has changed considerably over the past decade as the search engine introduces routine algorithm updates. Current copywriting practices should follow SEO best practices. For Google, that means giving the most appropriate search results for a query.
In part, the search engine makes use of humans in order to look at websites and determine if the content (text, videos, imagery) meets Google’s quality rater guidelines. Consequently, the adage seems to be true: content is king, and quality content is essential.
What is Google’s Panda update?
Panda is the official title of an algorithm released by Google update which was developed in order to reduce the occurrence of low-quality, weak content in the search results as well as to reward unique as well as compelling content. When Panda was launched, user complaints about the growing influence of “content farms” were becoming widespread.
Google’s Panda algorithm give pages a quality classification, which is utilised internally and modelled after human quality ratings. Then that is incorporated as a ranking factor.